I'm blown away with how many people agree that players who just do casual content like dailies, world quests, rares and treasures, etc... need a way to get BiS gear... Like why do you even need it if you're not gonna use it in raids, mythic+ or PvP? Someone who puts more time and effort into the game should get better rewards, that only makes sense to me. I'm not a hardcore player by all means. I don't like pushing keys, I don't like rated PvP so I don't do those things. I do enjoy raiding here and there but only up to heroic difficulty max. In 9.0 I raided Castle Nathria so I cared about gear since it would help me do more DPS during raids, in 9.1 I don't raid because I don't feel like it right now so I don't care about gear because the gear I have is good enough to do the content I do like grinding rep in Korthia, weekly Torghast and legacy content for transmogs and mounts. I don't mind it that people who do raids, mythic+ and rated PvP have higher iLvl than me because they also use the higher iLvl gear in whatever they do and put effort and time into clearing that kind of content, while the content I do only requires time, not effort because it's easy content. And besides, you can get iLvl 233 gear in Korthia which is pretty much normal raid gear and in the next patch there will be new gear again you can get easily by doing casual content but it should NEVER be as high iLvl as Mythic raid gear, gear from high keys or high rated PvP gear.
You want better rewards? Then do more difficult content, improve yourself in the game and overcome challenges. If you have no interest in that? Then you also shouldn't be interested in high iLvl gear because you wouldn't be putting it to use anyway. I would be okay with challenging single player content that gives good gear (like normal raid gear or in between normal and heroic gear iLvl wise) but again should never be on the level of Mythic raids or other high end content.